Political Public Relations on the Net : A Relationship Management Perspective

摘要: Research on relationship management in digital political public relations is scarce. Departing from arelationship perspective, then, this study seeks to contribute the field of by investigating whether parties take advantage what media platforms offer terms long-term commitment and reciprocity utilizing Swedish national election 2010 as a case study. The results show that utilized social outlets primarily during just before time interaction between constituents were scarce shallow. All shared same pattern activity, although there some differences frequencies use. Additionally, user increased over time, relatively few users who chose follow/friend parties, suggesting large majority voters could not easily be reached through these platforms. In essence, indicate tool is, so far, dwarfed more traditional analogue approaches.